Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use...

Decision-makers show an increased risk appetite when they gamble with previously won money, the house money effect, and when they have a chance to make up for a prior loss, the break even effect. To explore the origins of these effects, we use functional magnetic resonance imaging to record the...

Reward prediction error (RPE) reflects the discrepancy between received and predicted outcomes and therefore plays an important role in learning in a dynamic environment. Using electroencephalographic measures of response to obtained and expected outcomes, previous studies have suggested that...

Cognitive dissonance arises as a reaction to conflict appearing in choices between two equally attractive options. It leads to changes in the desirability of these options. The chosen option becomes more desirable whereas the rejected option is devalued. Despite cognitive dissonance being...

In this paper, a novel application of the event-related potential (ERP) method is proposed. The authors applied an N400 evoked potential for brand perception analysis, particularly for brand associations. Traditionally, N400 has been used as a marker of semantic incongruence of a word to a...

Humans often adjust their opinions to the perceived opinions of others. Neural responses to a perceived match or mismatch between individual and group opinions have been investigated previously, but some findings are inconsistent. In this study, we used magnetoencephalographic source imaging to...